Prudential is running a fantastic ad campaign about planning for the future. It is a hopeful campaign, filled with video and photos of sunrises, including photos taken by actual retirees on the first day of their retirement. I think it offers tremendous insight into how Wichita marketers can reach boomers in more effective ways. In may or may not surprise you to learn that how the wan to feel is more important that what they want.
Images of the sunrise on that first day of your “new life.” What an amazing way to pull viewers emotionally into a place where they are more likely to think seriously about starting to save, plan for retirement, structure an insurance plan or any combination of the services Prudential offers.
In the past few years, I’ve seen commercials that focus on amassing wealth and others that focus on the advertiser having some secret key to planning for the future.
But what this ultra-sensitive commercial says to baby boomers and even more imminent retirees is that Prudential understands that feeling of anticipation, hope and possibility that can be captured in a sunrise. Few things are more beautiful than a sunrise, and when a marketer can tap into the feeling of a single moment that is so loaded with emotion, the goal of capturing the viewer’s attention is nearly always accomplished.
This kind of creative construction can do incredible things to get attention. Then it’s up to digital marketing channels to receive contact with these customers and prospects so the relationship can develop and ongoing communication can occur. For no matter how effective the emotional appeal, their must be a conduit for two-way communication.
Remember, small business marketers, in everything you do, appeal to emotion. And once you have their attention, invite them into a conversation. It’s just that simple.